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© CULTURAL HERITAGE ALLIANCE FOR TOURISM, INC.
In early 2022, Hurtigruten Expeditions welcomed a group of Black travel media professionals aboard its battery-hybrid ship, MS Roald Amundsen, for a groundbreaking expedition to Antarctica. The delegation included six influential leaders who later joined Hurtigruten’s first-ever Black Traveler Advisory Board, a milestone for greater representation in expedition travel.
“Our small delegation consisting of Black travel advisory board members, our plus ones and a couple of BIPOC journalists were the largest number of people of color on a Hurtigruten cruise ever, and maybe the most diverse group to ever visit the White Continent,” said Stephanie Jones. Jones is founder and CEO of the Cultural Heritage Economic Alliance, founder of the National Blacks in Travel & Tourism Collaborative, and chair of Hurtigruten’s Black Travel Advisory Board.
The board was created to give Hurtigruten the insights and tools needed to reach communities that have often been left out of strategic marketing. Its goals include expanding access for Black travelers and creating equitable opportunities for Black professionals, workers and minority contractors to work with the brand. Jones noted that the mostly Filipino crew on the voyage appreciated interacting with passengers who had darker skin tones—engaging with them as peers who shared cultural connections rather than solely in service roles.
As a result of the advisory board’s work, travelers can expect to see more Black scientists and lecturers on board Hurtigruten ships, a greater number of expedition leaders of color, and programming that highlights Black historical figures across signature itineraries. Some advisory board members are also slated to appear on Hurtigruten’s West Africa cruises launching this fall, further broadening representation on important routes.
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© CULTURAL HERITAGE ALLIANCE FOR TOURISM, INC.
Jones is also participating in AmaWaterways’ recently launched Soulful Epicurean Experience on the river, a curated celebration of Black history and culture that connects Black travelers with one another and with European destinations that have ties to African history. The 2023 summer sailing runs from Arles to Lyon aboard AmaKristina on the Colors of Provence itinerary. Guests can explore Marseille’s cultural heritage and enjoy the food, wine and jazz of the Rhône region. The itinerary includes a special excursion honoring Josephine Baker, the first Black woman to be commemorated in France’s Panthéon.
Jones hopes that AmaWaterways and Hurtigruten’s initiatives will inspire other cruise lines to recognize the economic influence of Black travelers and to invest deliberately in marketing, programming and partnerships that welcome and serve diverse audiences. By showcasing Black stories, leaders and creators on mainstream itineraries, the industry can build more inclusive travel experiences and expand opportunities for underrepresented professionals within the sector.